臺灣博碩士論文加值系統

在台灣的財產保險市場上，每年汽車保險費的收入佔整個財產保險公司保險費收入極高之比例，彰顯出顧客之留存意願對保險公司的經營狀況愈來愈重要，先不論其續保的保險金額多寡，如何有效掌握既有的續保業務不讓其流失，以此為基礎來拓展業務，當有事半功倍之效果，從既有客戶群找出忠誠度較高的客戶群，繼續維護既有客戶數並打開通路來源，將利用最小的行銷成本，達到最大承保效益。
因此，本研究從汽車保險續保來探討銷售通路與顧客特性對顧客忠誠度的影響，由被保險汽車之通路來源、汽車車種、承保區域；被保險人之年齡、性別、婚姻狀況及保單種類等，對自然人所有之車輛來探討與續保行為之關係。研究方法採用羅吉斯迴歸分析法，研究結果顯示續保行為有不同程度的影響。根據此結果本文建議保險公司可針對相關因素研擬行銷策略，以提升續保率增進經營績效。

　　Having regard to the major proportion and contribution of annual insurance premium income in the Market, Auto Insurance is the key line for the P & L (Property & Liability) Insurance Company. Customer’s will to renew insurance annually is getting more and more important to run the business for the Company. Without considering the Sum Insured, to expanse the business based on effectively keeping the renewal customer will be much more productive. In addition, finding out the customers with the higher loyalties and maintaining the numbers will solid the business source and obtain the underwriting benefit with the minimum marketing costs.
　　Thus, this study is to discuss the effects of sales channel and customer characteristics to customer loyalty on Auto Insurance renewal. According to the business sources, types and areas of the insured cars, the age, sexual, marriage of the Insureds, kinds of insurance policies, and so on, there will be some discussions on the relationships with the customer’s renewal behaviors for nature persons. This study adopts Logistic regression. This study finds out that the variables have different effects. This study suggests that the insurance company can develop some marketing strategies according to these variables to increase the renewal ratio and prompt the operation performance.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究架構 5
第二章 文獻探討 8
第一節 忠誠客戶的認定及忠誠客戶的重要性 8
第二節 顧客特性與顧客忠誠度 11
第三節 通路對顧客服務與顧客關係的影響 16
第三章 研究資料與研究方法 19
第一節 資料來源 19
第二節 資料特性與變數說明 19
第三節 假說與實證模型 30
第四章 實證結果 36
第一節 簡單羅吉斯模型的實證結果 36
第二節 順序羅吉斯模型的實證結果 40
第五章 結論與建議 45
第一節 研究結論 45
第二節 研究建議 46
參考文獻 47
附錄 53

圖目錄
圖1- 1 忠誠度指數比較-品牌比較 2
圖1- 2　忠誠度指數 3
圖1- 3　忠誠度架構 3
圖1- 4　論文架構圖 7


表目錄
表3- 1　2000某大產險公司連續八年續保率 20
表3- 2　2000年某大產險公司連續八年直屬通路與非直屬通路續保率 21
表3- 3　保單續保通路卡方相關性檢定 23
表3- 4　保單續保客戶性別特性卡方相關性檢定 24
表3- 5　保單續保客戶年齡特性卡方相關性檢定 25
表3- 6　保單續保客戶首年度高保單數特性卡方相關性檢定 26
表3- 7　保單續保客戶首年度高保費特性卡方相關性檢定 27
表3- 8　保單續保客戶首年度高保障特性卡方相關性檢定 28

一、中文
1.丁宗榮，2002，「汽車保險續保之研究─以汽車第三人責任保險為例」，國立高雄第一科技大學風險管理與保險研究所碩士論文。
2.王志剛，1988，「汽車保險消費者購買行為之研究」，台北市產物保險商業同業公會委託國立台灣大學商學研究所研究。
3.汪琪玲，2006，「台灣汽車車體損失險上的訊息不對稱問題之研究」，國立台灣大學財務金融研究所博士論文。
4.吳建華，2012，「台灣車商業務人員與顧客維繫良好關係車輛保險續保率之影響」，淡江大學保險經營研究所碩士論文。
5.周庭銳，2000，「消費經驗中顧客價值的方法目標鏈結模式之研究」，行政院國家科學委員會研究計畫，計畫編號：NSC89-2416-H327-025-SSS。
6.林麗雲，2001，產險行銷通路與顧客忠誠度之研究」，中華大學工業工程管理研究所未出版之碩士論文。
7.洪瑞良，2008，「探討臺灣產物保險行銷通路與顧客忠誠度之研究－以台中科學園區為例」，朝陽科技大學企業管理所碩士論文。
8.施明成，2001，「汽車損失險商品發展與行銷策略之研究－市場區隔理論之應
用」，逢甲大學保險研究所碩士論文。
9.馬秀娟，2002，「壽險理賠服務品質顧客滿意度與顧客忠誠度之相關性研究－以某人壽保險公司為例」，國立高雄第一科技大學風險管理與保險研究所碩士論文。
10.陳伯燿，2005，「從費率自由化之實施剖析台灣汽車險之未來」，政治大學商學院風險管理與保險學系碩士學位論文。
11.陳森松，1995，「我國未保險汽車市場之調查研究－汽車損失險」，台北市產物保險商業同業公會編印。
12.郭國亮，2001，「銀行業兼營壽險之行銷研究－從服務品質觀點切入」，逢甲大學保險學系碩士班碩士論文。
13.張金裕、李美杏，1995，「汽車保險費率分類模式之較佳估計」，保險專刊42
輯，pp99~111。
14.蔡育倫，1998，「任意汽車責任保險認知涉入與購買行為之關係」，逢甲大學保險研究所碩士論文。
15.潘宏源，2001，「壽險業多元通路的行銷策略與競爭優勢研究」，國立台灣大學商學研究所碩士論文。
16.鄭清文，2002，「台灣壽險業顧客滿意度、信任、承諾及其與購買意願間的關聯性研究」，東吳大學企業管理研究所碩士論文。
二、英文
1.Anderson, E.W. and Sullivan, M.W. ,1993, “The antecedents andconsequences of customer satisfaction for firms”, Marketing Science, Vol.12 No. 2, pp. 125-43.
2.Anderson, E. W., and Mittal, V. ,2000, Strengthening the satisfaction profit chain. Journal of Service Research, 3(2):107.
3.Bowen, J. T. and Shoemaker, S. ,1998, ”Loyalty: A strategic commitment.” Cornell Hotel and Restaurant Administration Quarterly. Vol. 39(1), pp.12-25.
4.Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml, 1993, “A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions,” Journal of Retail Banking, Vol.30, February, pp.7-27.
5.Bhote, K. R., 1996, Beyond Customer Satisfaction to Customer Loyalty：The Key to Greater Profitability. American Management Assocation, New York.
6.Chaudhuri, A. and Holbrook, M.B. ,2001, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, 81-93.
7.Craft, S. H.,1999, Marketers gain by measuring true loyalty. Marketing News, 33(10).
8.Crosby, Lawrence A. and N. Stephens.,1987, Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research; 24(4): 404-411.
9.Czepiel, J. A., and Gilmore, R.,1987, Exploring the concept of loyalty in services. In J. A. Czepiel,C. A. Congram, and J. Shanahan (Eds.), The services challenge: Integrating for competitive advantage (pp. 91–94). Chicago. IL: American Marketing Association.
10.Drake C.,Gwynne A.,and Waite N.,1998,”Barclays Life:Customer Satisfaction and Loyalty Tracking Survey”.International ,Journal of Bank Marketing,pp.287-292
11.Dick, A. and K. Basu, 1994, Customer loyalty: toward an integrated conceptual framework, Journal of Academy of Marketing Science, 22 (2):99-113
12.Fornell, C. ,1992, “A National Customer Satisfaction Barometer : the Swedish Experience,” Journal of Marketing, Vol.56, No.1, January,pp.6-21.
13.Frederick, N. ,2000, Loyalty: Customer relationship management in the new era of internet marketing. New York: McGraw Hill.
14.Gummesson, E., 1999, Total Relationship Marketing: Rethinking Marketing Management from 4Ps to 30Rs. Oxford: Butterworth Heinemann.
15.Jagdip and Sirdeshmukh ,2000, “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, 28, 150-167.
16.Jacob R., 1994, Why some customers are more equal than others, Fortune, 130(6), 215-223
17.Jones, T.O. and W.E. Sasser, 1995, Why Satisfied Customer Defect, Harvard Busriness Review, 73, 88-99.
18.Li, S., B. Sun, and R.T. Wilcox, 2005, Cross-selling Sequentially Ordered Products:An Application to Consumer Banking Services, Journal of Marketing Research, 4(2),233-239.
19.Labarbera, P. A., and D. Mazursky ,1983, A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process, Journal of Marketing Research, Vol. 20, Nov.,pp.393-404.
20.Muller, W.,1991, Gaining Competitive Advantage Through Customer Satisfaction, European Management Journal, Jun, pp.201-221
21.Mittal, V. and Kamakura, W. A., 2001, Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics, Journal of marketing research, 38 (1): 131-142.
22.Melnyk, V., Van Osselaer, S. M. J., & Bijmolt, T. H. A. ,2009, Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers. Journal of Marketing, 73(4), 82-96.
23.Newman and Werbel , 1973, “Multivariate analysis of brand loyalty for major household appliances,” JMR, Journal of Marketing Research, Volume 10(4), p. 404.
24.Neal, W. D. ,1999, “Satisfaction is Nice, but Value Drives Loyalty”, Marketing Research, Chicago, Vol.11, No.1, Spring, pp.20-23.
25.Oliver, R.L. and Satisfaction:, A., 1997, Behavioural Perspective on the Consumer, McGraw-Hill, New York, NY.
26.Parasuraman, S., Zeithaml, V.A. and Berry, L.L. ,1988, “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”,Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
27.Parasuraman, A., V. A. Zeithaml & L. L. Berry,1991, “Understanding Customer Expectations of Service,” Sloan Management Review, Vol.32, Spring, pp.39-48
28.Rust, R. T. and Zahorik, A. J.,1993, Customer Satisfaction, customer retention, and market share. Journal of Retailing, 69(2),193-215.
29.Rody , 1991, “The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels,” Journal of Marketing, 55 , January, pp.52-69.
30.Reichheld,F.F., and Schefter,P. ,2000, E-loyalty:Your secret weapon on the Web. Harvard Business Review, 78, 105–113.
31.Reichheld, F. F. and W. Earl Sasser, Jr., 1990, “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68(5), 105-111.
32.Reichheld, F.F., 1996, The Loyalty Effect: The Hidden Force Behing Growth,Profits and Lasting Value, Boston, MA: Harvard Business School Press.
33.Schneider, B. and Bowen, D. ,1999, “Understanding customer delight and outrage”, Sloan Management Review, Fall, pp. 35-45.
34.Roy, R., P. K. Chintagunta , and S. Haldar, 1996, A Framework for Investigating Habits, the Hand of the Past, and Heterogeneity in Dynamic Brand Choice, Marketing Science, 15, 280-299
35.Seybold, P. B. ,1998, Customers .com: How to create a profitable business strategy for the internet and beyond. NY: Patricia Seybold, Inc.
36.Stern. L. W. and El-Ansary, A. I. Marketing Channels, 1992, Englewood Cliffs, NJ: Prentice-Hall.Inc.
37.Webster, F.E. Jr.,1994, Executing the New Marketing Concept. Marketing Management, 3(1), 9-18
38.Zeithaml, Valarie A. and Mary Jo Bitner ,1996, “Service Marketing,” New York, NY:Mcgraw-hill, Inc